The mechanisms of customer loyalty are being radically transformed. The rise of agentic commerce (Acommerce) means you'll soon be marketing to machines, not just humans. At the same time, a new generation of activists and informed consumers demand radical transparency and values that align with their own. Simply offering rewards is no longer enough – your brand is being tested on its ethics, empathy, and authenticity.
VML’s "Future 100: 2026" vertical cut on Loyalty provides the critical 10 trends you need to navigate this new landscape. We reveal how to build deep, resilient connections by creating story-driven fandoms, rewarding lifestyles, and deploying technology with coded empathy. Move beyond superficial metrics and turn your customer database into a thriving community.
Consumers, especially Gen Z, are using their spending power to hold brands accountable. 79% of consumers globally say they want their money to go to brands that reflect their values, making authenticity and transparency non-negotiable.
The definition of loyalty is expanding beyond transactional points to reward how people live. Brands are integrating into consumers’ daily routines by rewarding wellness activities and sustainable choices. 87% of people value experiences that foster connection with themselves or with others.
The next phase of e-commerce is “agentic,” where AI agents autonomously negotiate and purchase. Loyalty strategies must pivot to appeal to algorithms through data availability and predictive utility. 73% of people believe humans and digital entities will live and work alongside one another.
Download our 2026 Future 100 Loyalty vertical cut
For marketing strategists and researchers, 2026 is a call to action to look beyond superficial metrics and reactive approaches. The future of loyalty and value does not lie in the next advertising campaign, but in the depth of relationships built on authenticity, empathy and the capacity for transformation.
Acommerce, or agentic commerce, is a future where AI agents make purchasing decisions on behalf of humans. These agents will prioritize algorithmic optimization, requiring brands to shift loyalty strategies to focus on data quality and predictive utility.
Gen Alpha has a significant and growing influence on family purchasing decisions. They respond to gamified experiences and short-form video content, making them a crucial audience for brands looking to build early, lasting connections.
In an era of widespread misinformation, consumers are demanding radical transparency. Brands that operate with honesty and provide verifiable information build the deep trust necessary for long-term loyalty, turning privacy and truth into premium brand assets.
Welcome to the 12th edition of “The Future 100” – VML’s unparalleled research report examining key global trends. This report features our latest projections, interviews with top industry experts, exclusive statistics and global consumer insights for 2026 from a proprietary 16-country survey.
After another year marked by economic upheaval, polarizing political currents and environmental setbacks, 2026 will be a year for building resilience, courageous creativity and redrawing the boundaries of what’s possible. From the personal to the planetary, from human engineering to geoengineering the climate itself, a new class of creators and collaborators is multiplying potential in ways we are just beginning to imagine.
Helping to shape these worlds are AI tools that democratize world building and new economic models for building empires. As both creativity and AI go global, voices from Buenos Aires to Busan are challenging Western dominance and creating tools that reflect their own cultures.
Amidst this “metamorphic” current, the desire for human connection remains unmistakable. In the year ahead, human impulse will shape brand strategies, influencing the top marketing trends in 2026, and draw people back to immersive, high-impact experiences that demonstrate the value of authenticity and unlock infinite possibilities.
Download our 2026 Future 100 report
Contact us here to discuss how we can connect Future 100 trends with new opportunities for your brand.
